BUILDING GREAT BRANDS

530 cr Brand No. 1 home care brand in India No. 14 FMCG brand in India No. 21 among all brands (relating to brand

equity) for the most trusted brand in India (by Economic Times)

GOOD KNIGHT STORY

Started in 1985 wanted to do business in FMCG First step is to define the category What category you are in? What the category needs, are from the

consumer angle? After launch of a brand, consumer need for a

pest free home which lead to a category called “House Insecticide Category” Size of the category today is around 2500 cr In 1985 it was zero (0)

DEFINING THE CATEGORY….

Growth Drivers for household Insecticide (HI)

Increase the awareness about Health & related diseases

Reducing tolerance towards pest problem Desire for lower involvement with solutions Varying severity forcing use of multiple solution

NURTURING STAGE (1984 - 1995)

Insecticide Option before 1983 Spray base pumps (Brand named Baygon) Mosquito cream Small way coils (Brand Tortoise) Mosquito nets Natural Methods

OVER RIDING CONSUMER NEEDS IS A RELIABLE AND POWERFUL SOLUTION

Can I get rid of smoke & ash? Can I get solution that is affective for a sustained

period?

THE RIGHT SOLUTION: GOOD KNIGHT MATS

The product Electricity Powered Machines Replaceable Mats – works for 8 hrs

Proposition No ash ; No smoke

Pay Off Total protection for good night’s sleep

MAT MACHINE

And than the investment was behind the brand at that time and the results were Good knight had bought new pyridine to household insecticide in India and it achieved the leadership with in a year, became the leader in mats (1984)

In 1990 (after 5 years) it has became the single largest selling brand of electronic mosquito repellent in world (in terms of volume).

MENTORING STAGE 95-05

Entry of competition Transeletra takeover by Godrej Godrej joint venture with Sara Lee in 95 Liquid vaporizer is launched in 1994 by Allout Success of the Good knight mat lead to other

solutions to be launched Good knight response (launched liquid vaporizer in 1995)

UNDERLYING NEED

Lack of electricity Good knight moved to the old way of coil but they

are small in size and not using active ingredients which are produced in Japan which is more synthetic in nature

Launched new coil with red color

GOOD KNIGHT STRENGTH IN CONSUMER’S MINDS

Successfully broad based into key format Coils, LVs, mats

Innovations Leadership Mats, jumbo coils, red coils, electric gels, turbo

timer LMD GK Advanced

Activ+ Double power LV system Low Smoke coils “no harsh” Aerosols

GOOD KNIGHT IN 2005 – ON A LOFTY PEDESTAL

Good knight #1 Household Insecticide brand for 2 decade #1 most trusted Home Care Brand in India Trusted & used by almost 50% of all urban households Strong relationship with Mothers across the country

yet…. Good knight business not fully leveraging the potential

of the massive consumer equity Consumer choice is shifting to formats where Good

knight was not dominant Value erosion – though price and trade wars a key

route used by competition to gain market share

GOOD KNIGHT GIVE MORE TO THE CONSUMERS

Value Enthusiasm Connected Consumer cherry GK by paying more

RE-INVENTION STAGE

Tool used by the company “need scope” to know the standing in the consumers mind

Came to know that GK falls under happiness and well being segment

Mortein was known for reassurance segment “Hit” and “All out” in control segment

The new Good knight Identity:Contemporary, yet instantly familiar to

millions of Good knight consumers

A RESTAGED GOOD KNIGHT

The Good knight consumer is about….Joy, Active, Expression, Balance, Relationship, Family

GOOD KNIGHT BRAND PROMISE

Good knight Protects the moment of happiness in your daily life by keeping your free of mosquito problems with its multi-faced solutions

NEW GOOD KNIGHT BRAND ARCHITECTURE

GOOD KNIGHT ADVANCED TO ACCELERATE GROWTH & SHARE GAIN IN LEAD FORMATS

Leverage Technology to address key format adoption barriers

Activ+ System Advance Mos. Spray Low smoke coils

In the span of 2 years picked up a market share of about 8.9% only by Good knight.

Working on the Global platform from past 10 years.

Focusing out for accusation outside India

A POWERFUL BRAND ARE BUILT AND NOT BORN

Like people brands need.. Nurturing when they are young A mentor, who is passionate about there in the

growing up years Reinvention, so new ides backed by the great

competency when they are adults trying to win over the world